Essay Writing Assignment help on : Imperial Tobacco
Introduction
Imperial Tobacco is a Britishcigarette company that has been operating in different parts of the world. The main focus areas of this company are Australia and U.K. The company has been involved in this business for a long time and has been expanding its market share. Since consumption of cigarettes is huge in Australia, Imperial Tobacco is focused in this region. The company never compromises on quality and it is creating a new product for its consumers. Imperial Tobacco has invested huge in making a proper market research and reaching out to its consumers. The concept of providing electronic cigarettes to its consumers will help the people kick the habit of smoking. The product is named Kickit and it comes as a replacement for nicotine. The company functions in over 160 countries and has been increasing its market share continuously.
Target market
As mentioned above the target market of Imperial Tobacco has always been Australia and the company is looking to expand in that region. Along with Australia, U.K. and other CIS countries have always been the focus of this company. The company is looking to increase its customer base and improve the brand name. Marketing the product i.e. electronic cigarettes and deciding the target customers properly has been the main part of company policies (Net MBA 2010). Being a cigarette manufacturer it is very important for them to understand what quality of product will be liked by the consumers and this will be known with the help of local dealers. Building a strong relationship with the local dealers of every region and understanding the type of grade they would like is also one of the most important things. It is known to everyone that being a cold country Australia has huge number of cigarette consumers.
Segmentation Table and Positioning Strategies
| Step Number | Strategies |
| 1 | Survey Market Demand |
| 2 | Build Distribution Channel |
| 3 | Identify possible competition and work on providing a superior product |
| 4 | Promote the product highlighting the advantages of e-cigarettes |
| 5 | Test its product and take individual feedbacks |
The positioning strategies used by the company involve identifying the market niche, distribution, promotion, and competition (growThinkn.d.). Brand positioning is something very important and it can only be done by reading the minds of the target market. To get into the minds of the consumers it is important to properly communicate with them (growThinkn.d.). The company would be marketing its new concept of electronic cigarettes among its consumers and having a look at the response. They would bring the benefits of the product in front of the consumers and help them kick the habit of smoking through Kickit.
Customer Benefits
There are already many cigarette companies functioning in Australia as it is a big consumer of cigarettes. Since the local manufacturers know more about the region it becomes difficult for a foreign company to get a stronghold in the market. This concept of electronic cigarettes came up mainly to help the consumers overcome the habit of smoking. This product offers various health benefits instead of affecting their health.The consumer will surely benefit from kickit as it has important minerals and energy boosting ingredients. It not only helps in overcoming the habit of smoking but also improves the oral and cardiovascular health.
In-depth analysis during concept testing phase
During the concept testing phaseImperial Tobacco started by focusing on specific focus group (George Silverman’s Marketing Strategy Secrets n.d). The experts at Imperial Tobacco came up with this unique idea and helped the company increase its consumer base through this innovative product. While marketing the product they mainly showed the improvement of this product and how it would change the life of a smoker. It would surely help the company as more and more people would take this up to quit the habit of smoking. This concept of electronic cigarettes was appreciated by some of the consumers and it encouraged the company to expand it to other regions. The New Product Development strategy for a successful implementation as discussed by Baker and Hart (2007) states that innovative products are the key towards a successful brand. Seeking the opportunity for a market where smokers are searching of alternatives for smoking yet remaining healthy an e-cigarette is a strong innovative product for the company to be popular.
Conclusion
Imperial Tobacco has been making a good research and expanding in its focused areas. As it is important for the company to analyze the pros and cons before launching the product in that region the company made an in-depth analysis and promoted its products. All the consumers who could not give up the habit of smoking found this to be the best product for themselves. The positives encouraged the company to produce more electronic cigarettes.
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